With direct promotion of liquor banned in the country, the liquor companies have little choice but to switch over to surrogate/ proxy advertising. Therefore, the liquor companies have intentionally blurred the line between products to promote their brands in some way or the other.
In response to a recent writ petition (PIL) asking the companies to refrain themselves from promoting their products directly or indirectly, the Punjab & Haryana high court has issued notices to various liquor companies, ministry of information & broadcasting and Central Board of Film Certification. The court has asked Jagatjit Industries, United Breweries, SABMiller India, Bacardi Martini India , Seagram India and Diageo India to file a reply in writing by October 3.
When contacted by FE the liquor companies did not seem deterred by a ban on surrogate advertising. The companies feel there are a number of options to reach to the customers
